Campaign Spotlight: Olay Encourages Women to Say “Let’s Break Up” On Chinese Valentine’s Day with Film by Grey Hong Kong


HONG KONG – On Chinese Valentine’s Day (6th August), Olay takes on a controversial social topic to celebrate what it means to be “Fearless of age”, and thus fearless in love.

In China, an older woman in a relationship with a younger man is called “Jiedilian”, which is translated as “Big Sister Love”. Because this type of relationship is perceived as non-traditional, people who are in this type of relationship, especially women, face a lot of pressure. While attitudes are slow to change, Olay hopes to play a role to reinforce that if she is fearless of age, she is fearless to pursue a relationship which doesn’t need to be affected by age.

This holiday season, Olay celebrates women who are fearless in the face of age-old traditions and societal stereotypes to love who they want to love by encouraging them to say “Let’s break up” – not with their partner, but with age and the tensions it can bring.

Inspired by true stories, the film by Grey Hong Kong revolves around the concept of breaking up with the norm and with expectations. Facing the pressure of parents and worry from friends due to the age gap, the female lead character struggles and as the outside voices become unbearable, she ultimately decides to break up for good, not with her partner but with the tensions of age that try to be a part of her relationship – finally giving her confidence in herself and her significant other, which is the best proof of love. 



GREY Hong Kong:

Michael Knox, CCO

Owen Smith, Head of Strategy

Christopher Lee, Group Creative Director

Flora Tsui, Creative Director

Augustine Huang, Sr Copywriter

Duffy Lau, Business Director

Jesppie Poon, Sr Account Director

Ivan Lam, Associate Account Director

Jamie Wong, Account Manager

P&G Greater China, Skin Care – Olay

Vice President: Hyoeun Kim

Associate Brand Director: Victor Leung

Brand Manager: Vera Zhong

Associate Brand Manager: Crystal Li

About Grey Group

Grey is the advertising network of Grey Group. It ranks among the world’s top advertising and marketing organizations, serving one-fifth of the FORTUNE 500, in 96 countries. Under the banner of “Grey Famously Effective Since 1917,” we continue to break new ground in brand experience across every platform and create lasting consumer connections. Our parent company is WPP. Grey won the 2015 Cannes Lions Innovation and the 2015 Cannes Lions Product Design awards. The agency was also recognized as “2014 Global Agency of the Year” by The Global Awards, “2014 Global Agency of the Year” and “2015 Global Agency of the Year” by ADWEEK, “2014 Agency of the Year” by AD AGE, as well as by FAST COMPANY as one of “World’s 50 Most Innovative Companies.


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